THE MARKETER QUARTERLY
SUMMER 2017 26 | MQ
THE RELEVANCY GROUP’S The Con- sumer Companion: Implications of Smart- phone Ubiquity report identifies a group
TRG calls the “phone-firster” segment: people
who say that their smartphone as their primary
device for email, media, and shopping; currently
about one in five U.S. consumers. TRG principal
analyst Joe Laszlo says their usage patterns today
indicate how the average U.S. consumer is going
to be using mobile in the future.
MQ: What do phone-firsters signify to the mobile
JL: The phone-firster segment suggests that people will continue to use their phones more and in
more intimate ways as devices become more integrated into their daily lives. Eighty-one percent
of the phone-first segment say that they use their
phone as a communication link throughout the
day. Eighty percent say they use it first thing when
they wake up in the morning to check their their
email, social media and text messages. Seventy-two percent say it is their primary alarm clock.
This reinforces for me the idea that our phones
are something that we feel very attached to. We
immediately notice if the phone’s not right within
an arm’s reach. Phone-firsters feel that way too,
only even more so.
More so than the average U.S. consumer, phone-firsters say that they interact with brands via their
smartphones. They’re more likely to say that
they’ve visited a brand’s web site, watched videos
or made purchases.
MQ: What does this means for brands?
JL: In addition to being intimate, the first message
to a consumer on mobile needs to be something
really, really short but really, really punchy that is
an invitation to have a deeper communication. In
the world of e-mail, subject lines need to get even
better than they have been in the past. They have
to hook somebody to want to find out more either
in the moment or later on.
It’s the same thing with apps. A marketer with a
branded app has the potential to use in-app messaging is a very powerful tool for reaching a consumer who clearly likes your brand because they
downloaded your app. Marketers must learn how
to master in-app messages so that they can catch
the attention and intrigue somebody to move
from an involuntary quick glance to a deeper engagement.
MQ: Where are we in terms of device evolution?
JL: For what may just be a brief time in 2016-
2017, we’ve hit a stable point in terms of the evolution of smartphones. The standard for smart-
GROUP’S JOE LASZLO
TALKS PHONE FIRSTERS